How to Make High-Quality Video Without Breaking the Bank

We’ve heard it for years, but now more than ever, the cliché is true: Video content isn't just a "nice to have;” it’s a?must have.

And this call to action can be intimidating for many.

So many individuals and businesses freeze at the thought of video production costs — video equipment, audio equipment, lighting equipment, video editing software, and hiring a videographer, among other things.?

But effective video doesn’t have to — and often?shouldn’t —?be an expensive or extravagant endeavor.

Social media, specifically TikTok and Instagram, have changed people's expectation of video quality dramatically. After the COVID-19 lockdown had everyone filming from their homes, smartphone and web cam videos as well as humble set became the norm.

This isn't to say high production doesn't have a time and place, but it is no longer an excuse to keep you from creating video content for your brand.

Rest assured, you can look and sound great on video, and most importantly, resonate with your audience, without breaking the bank.

Video marketing and sales on the cheap

Your first thought when investing in video marketing and sales may be, “We need the right camera!”

You very well can invest in a DSLR camera or another high quality camera, but in this article, we’ll assume you’re filming on your laptop, desktop computer, or smartphone — all of which are more than enough to produce high-quality videos.

How to get great lighting for your videos

When you begin filming, you’ll quickly realize lighting can be the difference between your video content looking like a Hollywood-produced film and a “hostage” video.

When it comes to video in sales and marketing, you want to come off as positive, approachable, and inviting. (The same rings true of your social media videos as well.)

Not only do you need to entice people to click and keep watching, but you also want to make sure they are paying attention to your message.

Bright, natural light helps accomplish this by making it easier for a viewer to see your subject’s face and expressions and creating an airy, positive ambiance. Dark or poor lighting, on the other hand, can have the opposite effect.

For great lighting on a limited budget, aim to have a natural light source across from your face (for example, a window or lamp behind the camera).

However, you may also want to invest in some small equipment, such as a ring light or a three-point lighting kit to provide fill light and avoid harsh shadows. Many online retailers sell inexpensive lighting kits to help those making professional videos get set up with great lighting in a few seconds.

Want to avoid glare on your glasses? Try softening the lighting with tissue paper or an umbrella. More on?that here .

How to sound your best

Like lighting, poor audio quality can distract viewers from the actual message you deliver in your videos. High-quality videos have sound quality that is crisp, clear, and free of background noise.

If you’ve ever watched any of your own videos recorded from your phone or webcam, you’ve probably noticed that the audio quality was lacking.

To help improve your audio and video quality overall, use headphones with a built-in microphone, or consider using pillows and blankets to help with echoes. These techniques or noise-canceling through your headphones will also help muffle any distractions so you can focus.

You may also consider?investing in an external recorder ?or mic that can be clipped to your shirt. This sound will be recorded separate from your raw footage, but it will also be more crisp and clear.

Krisp.ai ?is a great app that can help cut out background noise (and is very popular among our team).

How to frame your best shot

Often in marketing, sales, or talking head social media videos,?you?should be the focus.

Try to keep your camera at about waist or chest height. This a great height to create the impression of an intimate conversation, but still allow for people to?see your hand gestures and body language .

(Note: This is also the prime set-up?for personalized 1-1 videos sent in email or during the sales process.)

Small tools like a laptop stand or tripod can help accomplish this, but you can also consider simply placing your camera on top of a stack of books or sitting on pillows to raise yourself up as my old friend and colleague Myriah did in this talk.

You’ll also want to place yourself in the center of the frame, unless you’re presenting content on the screen simultaneously.

Regardless of the option you choose, make sure your laptop or mobile device is level and steady. Shaky footage can be as distracting as poor audio or video quality.

How to sound great without using a script

Have key talking points you need to cover in your video? While you don’t want to look or sound like you’re?reading off a script , it’s good to have notes handy to keep track of what you need to say.

Great videos flow naturally, but that doesn’t mean the speaker was flying off the cuff or memorized their points.

Try having a Google Doc open with bullet points of your topics or?simply writing them out ?on a sticky note that you stick on your camera or laptop so they can’t be missed. Video tools such as Vidyard also have built-in note functions so you aren’t fumbling with multiple windows or tools.

(And even if you do fumble, don’t worry. When you’re finished recording, that can usually be fixed with the help of video editing programs.)

Setting up a background

Like lighting and audio quality, your background can either enhance or detract from the message of your videos.

Again, you want the viewer to be focused on you and what you are saying, not distracted by the pile of clothing on your bed or the bright red cereal box on top of your refrigerator.?

(All very real possibilities as we've seen in our increasingly remote work world.)

A good rule of thumb in any situation is to pick a simple, clean background. Try using a plain wall or something uniform like a bookcase or area with framed photos. You can also hang a sheet behind you or buy a simple backdrop.

Simple backgrounds are also the easiest to light, helping ensure that you produce professional looking videos without having to fuss too much.

Fixing it 'in post'

After filming, post production is where you can perfect your videos.

Affordable (if not free) tools like CapCut , Kapwing , or even iMovie will allow you to edit your videos and, at the minimum, add titles, captions, and music to give your finished product a more polished look.

But again, try not to get too caught up in this. Too much editing can actually hurt the flow of your video and be distracting to the viewer. If the quality of your message is there, fancy editing will be an afterthought.

Prioritize presence over production

Don't let fear of low-production value stop you from creating video to connect with your audience. With the tips mentioned above and new, user-friendly tools emerging everyday, video content is becoming more and more accessible.

Do your research, prioritize coming to the camera with the best message and presence, and you'll be well on your way to video success.